Many businesses look at offering discounts as a method for losing money. But, what they don't realize is discounts actually generate revenue and improve their brand equity. Let's take a closer look at how discounts increase sales and can put you a step ahead of your competitors.
Improve Sales Revenue

First and foremost, discounts, whether they come in the form of online codes or paper coupons, will draw the attention of consumers to your business. They increase traffic and, most times, lead to a sale. Even better is that while customers are using their discounts codes on your website or in your store, they tend to look around at other products and services you have for sale, which can further boost your sales.
Spread Brand Awareness

By offering discounts, you are putting your company's brand name into the minds of consumers. Even if consumers don't come to your store to use a discount, your brand name will at least be implanted into their minds. Also, if they don't take advantage of a discount, they may know someone who can and offer to let them use their discount code, which only expands your brand awareness even more.
Increase Social Media Fans and Followers

Everyone is out to save a dollar. When they come across companies that offer great discounts, they tend to look them up on social media and either hit the Like or Follow buttons. And if you've ever used social media, then you know that when one of your friends hits the Like or Follow button, it shows up in your newsfeed. When you offer discounts, you have the potential to greatly increase your social media fans and followers.
Build a Strong Reputation

Consumers really love purchasing products and services from companies that offer regular discounts, like military and senior citizen discounts. As you continue to offer these discounts on a regular basis, you will build a strong reputation for your company and showcase to the public that you are a socially responsible organization.
Clear Out Space for New Inventory

Have you ever wanted to bring in new products to sell but you didn't have room because you had too much old inventory sitting around? One of the best ways to clear out this old inventory is by offering discounts. Having a weekend sale where you offer a 20% discount on the products you are trying to clear is an excellent way to:
 
Free up space
Increase sales
Spread brand awareness
Increase traffic to your store
Establish Loyal Customers
 
Your customers deserve a discount, especially if they do business with you on a frequent basis. This is why creating a loyalty reward program that offers returning customers a discount is essential to establishing long-term relationships with your existing customer base.
Meet Your Sales Goals

You know that to maintain a profit, you must meet your sales goals. Offering discounts may decrease profit margins for a bit, but they can most definitely help you meet sales goals to ensure you keep maintaining a profit. End of the season or end of the quarter discounts should be offered at least four times a year.
The Takeaway

Don't be fooled into thinking that offering discounts are going to hurt revenue. It likely will do the exact opposite as well as bring several other advantages, like expanded brand awareness and the establishment of loyal customers.